In recent years, various capitals with the background of the Internet have entered the automobile industry one after another. I hope to create a new mode of travel with the model of “new energy + smart internet + sharingâ€, thus subverting the traditional automobile industry, just like Apple and Huawei are subverting Nokia. Become the winner of the future car market.
The ideal is beautiful, but the reality is very skinny. Although the Internet is in full swing, most of them are considered to be unreliable "financing PPT programs." The Internet auto companies that have publicly announced that they are already building cars include only LeTV, Weilai, Weimar, and Harmony Futeng.
The latest news is that some people are happy: Some people like Leto's Faraday factory claim to be temporarily suspended; Weilai Automobile has released an EP9, which is known as the world's fastest electric car; Weimar Automobile broke ground in Wenzhou's factory; there is news that Harmony is making Experience shareholder changes.
In addition, Baidu established the Automated Driving Division at the end of 2015 and plans to achieve commercial five-year mass production in three years. But a few days ago, BMW said it terminated its cooperation with Baidu in the development of driverless cars.
The analysis believes that the automobile industry is a model of heavy assets. In the process of transformation, the traditional car enterprises have the support of business and production capacity, and the Internet car enterprises that have almost built their buildings in the air, whether they can stand in the automobile industry, still have to be tested.
LeTV car puzzle"We don't say anything at the moment because we don't want everyone to pull us together with LeTV." An emerging auto company executive bluntly told the 21st Century Business Herald. From the interviews and observations of 21st Century Business Herald reporters, the automotive industry is very cautious about LeTV.
"We will not build a high-end electric car for the tree brand. Our first car is a production car," said Shen Hui, CEO of Weimar Motors.
Compared with the industry peers, LeTV has a big tone. In addition to the future of Faraday in Nevada, USA, LeTV also has the Zhejiang Deqing Super Automobile Factory, which is known as the world's first eco-car super factory. It claims to invest 20 billion yuan; and Tianjin Jixian Ecological City, which claims to invest 40 billion yuan.
However, according to media reports, there is no sign of construction in the Zhejiang Deqing Super Automobile Factory Park; Tianjin Jixian Ecological City, China Merchants Bureau official said that the two sides did not formally sign.
After being questioned by the media, LeTV issued a notice saying that the Moganshan project in Zhejiang is progressing smoothly and will start construction before the end of the year. The Tianjin Jixian project has already signed a letter of intent for cooperation with the local government, and further work is required between the two parties. It is reported that the first phase of the super-factory project plans to have an annual production capacity of 200,000 vehicles. The second phase is planned to start construction within two years after the first phase of production, and the production capacity will be expanded by 200,000 vehicles.
However, at present, with the financing problems of LeTV, whether the above plans can be implemented is unknown.
Two major problems constrain Internet car companiesDespite this, there are still many Internet companies actively entering the automotive industry. Wang Xiaoqiu, vice president of the passenger car company of SAIC Group, told the 21st Century Business Herald: "China's slightly more powerful Internet companies have entered the automotive industry. Internet companies that do not build cars do not seem to be IT companies."
However, thunder and heavy rain are small. Internet companies have built cars so far, except for Tesla, which have not been truly successful. The most successful Tesla's planned production in 2016 is only about 80,000, while the scale of traditional car companies is hundreds of thousands.
An industry insider who asked not to be named believes that this is because the Internet has no development experience. Compared with traditional car companies with decades of experience or even hundreds of years of experience in building cars, Internet car companies themselves do not have the ability to develop.
For example, LeEco's first super concept car FF ZRRO1 was built in conjunction with its important strategic partner FaradayFuture (hereinafter referred to as FF); and the first car EP9 from Weilai Automobile was also built in conjunction with its US partners.
"Internet-made cars do not have advantages. Especially involving hardware, such as opening molds, Internet companies will not speed up." Wang Xiaoqiu also said.
In addition, as a traditional automobile company, there are basically traditional car business as a support, and these emerging enterprises basically have nothing to rebuild, and the car needs high-cost investment, without the support of traditional business, the initial investment and financial strength. It will be a great test.
For example, LeTV is the largest “blood-loss†project in LeTV's ecology. Jia Yueting said in an open letter that he invested heavily in the investment and operation of LeTV through the pledge of LeTV shares and cash-out funds. As mentioned by Jia Yueting, LeTV has invested heavily in the early stage and has spent more than 10 billion of its own funds.
At the same time, because there is no technology, these emerging companies are more dependent on component suppliers, and without the support of traditional business, not all international suppliers are willing to intervene, which means that these emerging Car companies may find it difficult to find first-rate suppliers. This is why some executives of emerging companies have a background in the international parts industry.
Traditional car companies are also transforming and innovatingThe Internet-built car represented by Tesla chose to start from the high-end, whether it is LeTV or Weilai Automobile. At the beginning of the car, it chose to build a high-end product.
But some people don't do this. "We will not be so high, to build a high-end electric car like Tesla, but we will not build a car of less than 100,000." Wei Hui car CEO Shen Hui told reporters.
The Weimar car was initially directed at the production car. "We will not build a high-end electric car to the tree brand for the tree brand. Our first car is a production car." Shen Hui said. He revealed that Weimar Automobile has planned the "128 Strategy", and around a core structure, it has derived two "STD" and "PL" vehicle platforms, at least eight high-quality mainstream smart cars, and will be annually after 2018. The speed of a new car is gradually introduced to the market.
Shen Hui believes that Chinese consumers are not loyal to the brand, so Weimar will not spend time and energy to build a high-end car for the brand, but to create a mainstream product from the beginning. “The consumer experience is more important than the brand, and what we want to provide is a better customer experience.†Shen Hui said.
"Whether it is an Internet car enterprise or a traditional car enterprise, the future competition is model innovation." Wang Xiaoqiu told reporters.
"What we have to do is travel services, not just a manufacturing company. If it is just a car manufacturer, current companies such as Mercedes-Benz, BMW, and Volkswagen are enough." Shen Hui said that although traditional manufacturing companies are also doing business. Service providers, but compared to the new companies in Weimar, the transformation of traditional car companies is much more difficult.
Wang Xiaoqiu also said that the competition between auto manufacturers is no longer on the product, but more focused on the consumer experience and travel mode. "Whoever takes the lead in making breakthroughs in the model, whoever may become the subversive of the future. As for the subversives, perhaps the Internet car companies, perhaps the traditional car companies, maybe the home appliance companies, everything is possible," he said.
Nan Shengliang, deputy general manager of Geely Automobile Sales Co., said in an interview: "Internet companies cannot subvert the auto industry, and traditional enterprises will remain dominant in the future. However, the integration with Internet companies will continue to deepen." He analyzed that no matter how Internet companies enter the automotive industry, the chassis structure, noise, vibration, and driving comfort of the car itself are inherent advantages of traditional automobile companies, and it is difficult for Internet companies to change.
At present, the cooperation between auto companies and Internet companies in the automotive industry has become a common practice. SAIC Zema, a joint venture between SAIC and Ali, is a supplier of SAIC's Internet system; Geely's cooperation with Huawei and ZTE has also started.
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